Lonza: Changing the perception of a CDMO

Connecting with a new audience

Lonza, one of the world’s largest CDMOs, needed to engage with a new audience and change the way customers viewed the brand. A face-to-face Co-Create by SHARP workshop was held in Basel with scientists and attendees from various sectors, including sales, strategic marketing, commercial, and research and development. The insights from the workshop enabled SHARP to develop a new three-point strategy to shift perceptions that Lonza, with its steadfast Swiss heritage, had evolved into a more flexible, responsive and customer-centric brand… the perfect partner for Small and Medium Biotechs. And so, their new campaign proposition, ‘Shaped Around You’ was born.

Collaboration that continues to deliver

The campaign centred around bespoke, captivating visuals featuring a range of molecules held in expert hands – representing the brand’s commitment to shaping its services around its customers’ needs. The visuals were supported by power headlines: ‘Shaped Around You. Committed to Your Molecule’s IND’, ‘The Power of Flexibility. Shaped Around You to IND’ and ‘Created With Care. Shaped Around Your IND Milestones’. The campaign helped change outdated perceptions, increase leads and create an ownable stance for the brand.

Increase in engagement

Uplift in new leads